Brand design: what elements to consider

Nowadays, it’s difficult to find a market that is not saturated. Hence the need for companies to differentiate themselves from their competitors and be easily recognisable to consumers. One of the best ways to achieve this is through brand design.

What brand design is

It is a broad concept that encompasses all those visual elements that help build a brand's identity in the market. So, when a consumer sees any of these elements, they instantly know that they are in the presence of a product belonging to a particular company and not another.

Why it is important to have your brand designed in the company

Visual elements such as the logo or corporate colours not only help to differentiate the brand from its competitors, but also contribute to the company generating trust in the market. Good product design, accompanied by good brand design, communicates professionalism, which makes consumers feel more secure when acquiring certain products or services.

Furthermore, all design elements contribute to forming the brand's personality. It allows the brand to generate more engagement with its audience and build customer loyalty.

Good product design, accompanied by good brand design, communicates professionalism.

What are the elements of brand design

• Logo Symbolic graphic representation of the brand's personality.
• Typefaces Chosen font that is legible and matches the brand's personality.
• Colour palette Corporate colours that evoke specific feelings in consumers.
• Photographs and illustrations Consistent visual style across all imagery.

Logo

It is a symbolic or graphic representation of the brand, and must reflect its personality. Therefore, it must always be represented in the same way. Although it is advisable to review it after a few years since its creation, to adapt it to new tastes and trends.

A good way to spread the brand image is to use the logo in all company communications. It is also interesting to use it in packaging, including the packaging used to deliver the product into the customer's hands. Because, the more contact the customer has with the graphic elements that make up the brand, the better they will remember it.

Maximise brand recall by consistently using your logo across all communication channels, including product packaging.

Typefaces

It is the type of font chosen for the messages. It is important that it is a legible typeface whose style matches the brand's personality (more formal, more informal, etc.).

Colour palette

Corporate colours have a direct impact on what the consumer feels when they see the brand. Hence the importance of getting both the colour and the tone right.

Once the right colours have been chosen, they must be used across all communication channels and platforms.

Photographs and illustrations

A company's website must be a reflection of its brand design. The logo, usual typefaces, and corporate colours cannot be missing. But, in addition, it is essential that the images used all follow the same style.

The same applies to the illustrations used in communication elements such as infographics. Homogeneity should be sought. So that the consumer, just by looking at that infographic, can know which company it comes from.

Brand design encompasses different aspects and elements. Each of them must be worked on and developed with the utmost detail. Only in this way can the brand be easily recognisable by its audience.

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